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STUDY ON THE ATTITUDE AND SATISFACTION OF TOURISTS IN TAIWAN'S LEISURE AGRICULTURE ONLINE MARKETING ADOPTING THE THEORY OF INNOVATION DIFFUSION
STUDY ON THE ATTITUDE AND SATISFACTION OF TOURISTS IN TAIWAN'S LEISURE AGRICULTURE ONLINE MARKETING ADOPTING THE THEORY OF INNOVATION DIFFUSION
Hsu-Hua Lee
Graduate Institute Department of Management science,
Tamkang University, Taiwan
Yung-Lin Wu*
Graduate Institute Department of Management science,
Tamkang University, Taiwan
* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.
Tzu-Cheng Su
Graduate Institute Department of Management science,
Tamkang University, Taiwan
Abstract
In recent years, the world has been ravaged by Covid-19. Many physical shopping has to be converted to online shopping. The 82% of households in Taiwan have access to the Internet. It has become a habit for people to search for information or shop online. This has not only caused a surge in online shopping opportunities, but also, the government and private enterprises must also cater to the changing habits of consumers. Among them, the Internet community is the part with the highest proportion of people using the Internet. Therefore, not only business must pay attention to the operation of the community, but government departments also need to rely on the community to disseminate information. This study takes government department in southern Taiwan as an example to explore the effectiveness of the department’s use of online communities to market leisure agriculture and experiential activities, and adopts Rogers’ theory of innovation diffusion to illustrate how this innovation is diffused and whether it can effectively affect people’s lives. Online and paper data collection methods were used, and total of 321 valid questionnaires were collected. The results show that innovation diffusion factors do significantly and positively affect people's attitudes towards leisure agriculture and positively increase satisfaction. This study is also discussed in the article, and provides consideration for relevant departments in their governance.
Keywords: Leisure Agriculture, Innovation Diffusion, Attitude, Satisfaction, Internet
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